Alone. Generat a miv ® of 3 million euros and an engagement rate of 40% (the data are mid-august and this number is certainly destin to increase exponentially). The introduction of the song as an integral part of the campaign also made it possible to obtain 86 mentions of the pantene brand together with the word “Catchphrase”. Amplifying its reach and potential audience. The video certainly represent the distinctive and innovative element of this new #estatepantene . However the campaign was design to obtain a strong presence in all channels. Both in the more traditional ones such as print mia or television. And in digital channels with initiatives specific in instagram and tik tok including where.

Use of Micro-influencers and a Similar

Once again. Influencer marketing is the undisput protagonist. Involving your followers. Making them have fun and actively participating is not a simple undertaking. However thanks to a precise multi-channel strategy and the activation of key influencers. Pantene manag to launch a successful challenge which then became the protagonist of the account instagram @capellipantene . The promoters of the challenge were the campaign’s testimonials themselves. Chiara ferragni and baby k who invit their followers to create the  business email list  choreography creat for the hit and which naturally includ some hair-relat gestures that recall not only the song but also the commercial.

Trend Has Been Seen Among Kocs

Among the posts relat to the challenge that record the highest miv ® we find that of chiara ferragni x pantene. Which reach a miv® of €413.886 . And that of the former miss italy clarissa marchese who encourag all her followers to have fun replicating the steps creat for the summer hit. Generating a miv ® of €79k . Compar to the hashtags us. Only #wearyourhair has obtain. At the moment. An miv® of €992k . Generat above all by the influencer item (not counting the micro segment)  B2B Lead and by the celebrity item which contribut. Respectively. To 78% and 14 %. The new powerful campaign from procter & gamble represents an important novelty for the market and above all for the beauty – mass market segment which in the first 4 months of 2020 saw the total miv ® ruce by 8% compar to the same period of 2019. With a fall of 14% if we only consider the month of april.